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SocialTwist on TechCrunch

Kimberly-Clark and SocialTwist just released the results of a Huggies social referral program last Friday. You can see coverage here at TechCrunch and a detailed case study on our website. The brand’s goal was to connect and engage with their primary audience – Moms. A coupon offer was tied into the program as a sharing incentive. A referral would accomplish two brand objectives. First, it would reward existing brand advocates. Second, it would increase brand awareness – and engagement – with moms not currently within the brand’s ecosystem.

Huggies results were anything but typical. The program generated 631 thousand visitors, of which thirty-five percent made referrals using either email, Facebook and Twitter to contact their friends. Open rates on email referrals – the most directly measurable channel – were fifty-six percent! Dan Kersten from Kimberly-Clark summed up the results thus: “We connected spectacularly with moms! Every metric, from referral open and click-through rates, to coupon print and redemption rates, was higher than anything we have seen in our other digital marketing programs.”

As an employee of SocialTwist I am biased of course, but today social referrals are changing the way digital engagement works. The advent of search engine marketing – almost ten years go – triggered similar change, in consumer behavior and marketing effectiveness. Google’s AdWords directly and effectively tapped into consumer purchase intent and helped facilitate the buying process. Some brands were slow to adopt this new medium, while others blazed a trail and reaped the early benefits. Search remains an integral part of digital marketing mix today. Meanwhile, social referral marketing has appeared as a new social vehicle. The tape rewinds as some brands are emerging as early adopters, while others are waiting and observing.

Feel free to reach out to me with your comments and enquiries (matt@socialtwist.com).

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